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Pittsburgh Penguins Pick Cenergy

NEW YORK Solidifying its standing in the sports-marketing sphere, Cenergy, East Aurora, N.Y., said it has been chosen to handle advertising chores for the National Hockey League’s Pittsburgh Penguins following a review.

The assignment, previously handled in-house, includes TV, print and digital efforts, as well as event marketing. New work breaks next month.

Said Cenergy principal John Cimperman: “The Penguins brand is on the rise, both on and off the ice. And, as they plan to head into a new arena, we hope to help the club fully maximize the opportunities that lay ahead.” The team reached the Stanley Cup Finals last season.

Cimperman is no stranger to hockey marketing, having guiding initiatives for the L.A. Kings in the 1990s and Buffalo Sabres from 1999-2002 before launching his independent shop. Cenergy’s recent category experience includes working on the 2008 NHL Winter Classic that matched the Penguins against the Sabres. The event set a record for drawing 71,217 fans outdoors.

The Penguins are Cenergy’s second big-league sports score this month, following the shop’s hire by the NBA’s Cleveland Cavaliers. Other key clients include Aussie Vineyards, Comcast, Right Guard, TBS, Vertix and Major League Baseball’s Toronto Blue Jays.